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Exclusive Research: Measuring the Market

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Sales + Marketing

Exclusive Research: Measuring the Market

Builders and architects weigh in on their preferred sources and data for keeping tabs on selling conditions


By Mike Beirne, Senior Editor April 1, 2018
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According to once Kentucky custom home builder: “Regional on-the-ground research is more predictive these days over MLS [Multiple Listing Service] or past market research numbers and trends."
This article first appeared in the April 2018 issue of Pro Builder.

Zillow and Trulia were mentioned most often by builders and architects when the Professional Builder Gauging the Selling Market survey asked: What is the biggest single change during the past two years in the way you conduct market research? The online real estate brands, both owned by Zillow, provide listings and home valuation data, which respondents used to complement other sources for taking the pulse of the market. Social media was the second most mentioned change in market research activity, but the value of its utility was mixed. Some respondents lauded it for helping them see what the market is responding to, while others, such as one Illinois designer, wrote that the information is unreliable, saying, “You cannot believe what is posted.” 

Another popular response to the question about how builders and architects have changed the way they gather market intelligence was “not much change at all.” These respondents saw more value from information gleaned directly from their local contacts. “Regional on-the-ground research is more predictive these days over MLS [Multiple Listing Service] or past market research numbers and trends,” a Kentucky custom home builder wrote. For more results about market research preferences, see the charts that follow.

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Written By
Senior Editor

Mike is the senior editor of Pro Builder and Custom Builder magazines. A two-time Jesse H. Neal Award winner, Mike has nearly 30 years of journalism experience plus numerous news and feature writing awards, including honors from the Society of Professional Journalists, the American Society of Business Press Editors, and the National Association of Real Estate Editors. He also operated a masonry restoration business for more than two decades. 

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